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Consumers' preference for the origin and quality attributes associated with production of specialty coffees: Results from a cross-cultural study
Abstract
Specialty coffee is one of high quality coffees which have grown faster these past years. As a possible consequence of this fast growth, it is still difficult to understand the dynamic of this coffee segment with respect to its different definitions, market trends and its impact on producers' and consumers' decisions. As a main objective of this work, Spanish and Colombian consumers' preferences toward the origin and some specialty coffee attributes such as: Fair Trade, sustainable, organic, and gourmet were studied. It was used a choice experiment method as a quantitative technique to carry out this study. It has been found that Spanish and Colombian consumers are ethical consumers; they highly value Fair Trade coffee. However, Spanish consumers prefer organic coffee than Rainforest certified coffee in comparison with Colombian consumers. In both countries, the consumer preference for Colombian origin coffee was recorded.
... The final section of this research explores consumer behavior regarding coffee, an important aspect that reflects the changes in Colombian society and their consequences on the economy. Three articles shed light on this issue [40][41][42]. ...
... Sepúlveda et al. [40] conducted a cross-cultural study to analyze the preferences of Spanish and Colombian consumers regarding the origin and attributes of specialty coffee, such as Fair Trade, sustainability, organic production, and gourmet quality. The study supports the idea that certifications and labels associated with specialty, Fair Trade, or gourmet coffee have a positive impact on consumers, increasing the likelihood of purchase. ...
... This applies to coffee as well: an increasing number of consumers tend to prefer certified coffee despite its higher price compared to undifferentiated coffee. However, Sepúlveda et al. [40] acknowledge that the study has limitations, as it was conducted only in urban areas and did not consider important sociodemographic characteristics such as the income and education level of the participants. ...
Coffee is one of the most highly traded commodities in global markets. However, the coffee sector experiences significant value chain asymmetries and inequalities, both at the local and global levels. While market instruments may address these imbalances, there is an increasing recognition of the need for governance models that ensure fairness throughout the coffee supply chains, from agricultural production to the roasting and consumption of coffee. This article aims to provide a state-of-the-art review and analysis of research studies on governance dynamics within the coffee chain in Colombia. Colombia is a key coffee-producing country at the global level, with relevant coffee chain governance features. The review encompasses articles published from 2008 to 2023, a period that coincides with significant political and economic transformations in Colombia. The analysis and discussion of the findings highlight key issues and insights for further research to identify potential strategies promoting equity and sustainability within Colombian coffee chain governance.
... Some of these reactions are directly involved in beneficial compounds' metabolic pathways like polyphenols (Frei & Higdon, 2003), antioxidant compound attributable to melanoidins group (Moreira et al., 2012) and caffeine, of which daily intake coffee is one of the main sources. On the other hand, also hazardous low molecular weight compounds deriving from specific pathways of Maillard reactions and thermal degradation are produced during roasting, namely acrylamide (Benford et al., 2015;Schouten et al., 2020). In this respect, the analysis of acrylamide, caffeine, titratable acidity, melanoidins and polyphenols should be used as chemical quality control tool to support and complement sensory analysis of brewed coffee in the evaluation of perceived quality levels of beverage related to changes in the roasting profiles. ...
... Sensory profile of SC espresso and its correlations with parameters from roasted SC Spider-graphs reported in Fig. 1 outlines the overall vision on how SC is perceived by consumers in the south European countries (Sep ulveda et al., 2016) where there is rooted belief about coffee consumption and on the descriptors that must be founded in espresso coffee (Ferini et al., 2020). Going through different origins, samples of SCs here studied were really appreciated for the presence of remarkable aromas and the extremely low level of the defective ones (Specialty Coffee Association, 2016). ...
... Panellists properly discriminated the differences in quality and intensity between the two coffees, showing a decrease in floral and fruity notes as the roasting degree increased, and even the second sample was more attractive in all the roasting versions. This last point was powerful to demonstrate how the traditional consumption of less complex coffees, usually blended with different Robusta percentages, remarkably influences the acceptance of espressos characterised by unusual tastes and aromas (Sep ulveda et al., 2016). ...
Specialty coffee (SC) has been showing an increasing interest from the consumers which appreciate its traceability and the peculiar flavours from each single origin. Additionally, the processes to which coffee fruits underwent to get green coffee characterise the beans in terms of macromolecules acting as substrates during the roasting. This work evaluates via sensory analysed eight SC, roasted at light, medium, and dark level, submitted to Italian espresso extraction, to assess how different roasting levels exalt the expected cup profile obtained by the suppliers via cupping in origin countries. Finally, roasted beans were characterised for physico‐chemical features (pH, titratable acidity, caffeine, melanoidins, polyphenols and acrylamide). Sensory analysis demonstrated that the intermediate roasting level and espresso extraction match better attributes from in‐origin cupping. Melanoidins (mmol g⁻¹ coffee d.b.) was able to discriminate among roasting levels (light 0.12 ± 0.01; medium 0.13 ± 0.003; dark 0.14 ± 0.01; α = 0.05). Acrylamide analyses ensured compliance with the food safety standards (light 301.9 ± 37.2 ppb; medium 126.1±19ppb; dark 107.9 ± 22.5ppb). Physico‐chemical features were able to cluster samples from different origins within the same roasting level (α = 0.05). Results showed correlations (α = 0.01) between sensory analysis and physico‐chemical values: direct for caffeine and astringency, reverse for perceived acidity in relation to astringency, roasted, dried fruits and nutty notes.
... La última sección de esta investigación explora el comportamiento del consumidor hacia el café, aspecto importante que refleja los cambios en la sociedad colombiana y sus consecuencias en la economía. Tres artículos arrojan luz sobre este tema (Sepúlveda et al., 2016;Escandón-Barbosa et al., 2020;Areiza-Padilla y Puertas, 2021). ...
... En este sentido, los estudios revisados en este contexto revelan una tendencia notable en años recientes: una creciente preferencia entre las clases media y alta de Colombia para consumir café de alta calidad (Sepúlveda et al., 2016;Escandón-Barbosa et al., 2020;Areiza-Padilla y Puertas, 2021). Si bien las marcas mundiales de café atraen su atención, estos consumidores también expresan el deseo de preservar sus tradiciones y un sentido de identidad nacional. ...
El café es uno de los productos básicos más comercializados en los mercados mundiales. Sin embargo, el sector
cafetero muestra importantes asimetrías y desigualdades en la cadena de valor, tanto a nivel local como global.
Aunque los instrumentos de mercado pueden abordar estos desequilibrios, se reconoce cada vez más la necesidad
de modelos de gobernanza que garanticen la retribución justa en todas las cadenas de suministro del café,
desde la producción agrícola hasta el tostado y el consumo del grano. Este artículo ofrece una revisión y análisis
del estado del arte de los estudios de investigación sobre las dinámicas de gobernanza en la cadena del café en
Colombia, un productor mundial clave con características relevantes de gobernanza de la cadena. La revisión
abarca artículos publicados de 2008 a 2023, periodo que coincide con importantes transformaciones políticas y
económicas en el país. El análisis y la discusión de los hallazgos resaltan cuestiones y conocimientos claves para
futuras investigaciones que identifiquen estrategias potenciales que promuevan la equidad y la sostenibilidad en
la gobernanza de la cadena cafetera colombiana.
... On the one hand, the intrinsic aspects of the product, such as flavor, are influenced by moisture content, bean size, presence or absence of defects, origin, biochemical compounds, and sensory quality (Leroy et al., 2006;Amecafé-ACE, 2019). On the other hand, extrinsic aspects related to production systems supported by certifications that identify them as sustainable and certified coffees are considered (Renard, 2010;Sepúlveda et al., 2016). Another approach is derived from the consumer's perspective, focusing on their preferences for the quality of the product in the cup (Oficina de Estudios Económicos y Estadísticos, 2013). ...
... Another approach is derived from the consumer's perspective, focusing on their preferences for the quality of the product in the cup (Oficina de Estudios Económicos y Estadísticos, 2013). In general, consumers identify specialty coffees based on unique characteristics that distinguish them from conventional coffees, especially those whose quality is linked to their origin (Sepúlveda et al., 2016). Consumer demand is driven by product attributes that align with their preferences, including price, taste, health benefits, geographic origin, and environmental and socio-cultural aspects (Leroy et al., 2006). ...
The coffee sector’s challenges, such as low and volatile prices, prompt adopting strategies focused on product differentiation, including high-quality specialty coffee. Nevertheless, documented evidence shows that small producers in Oaxaca, Mexico, are not equally benefiting from this market opportunity compared to other states in Mexico, such as Veracruz or Chiapas. This review article identifies and analyzes the factors in integrating small Oaxacan producers into the specialty market. A total of 138 scientific contributions were analyzed, emphasizing three thematic axes: (1) Trends and behavior of the coffee market. (2) Factors to enable the production of high-quality coffee, and (3) Current situation and challenges of small coffee producers in the specialized market. We found that coffee quality depends on the environment (mainly altitude, temperature, and geographical conditions) and agronomic, genetic, and socio-economic factors. Moreover, agronomic and genetic factors should focus on choosing coffee varieties suited to the environmental conditions of the farm and adopting innovations in production, harvest, and post-harvest processes. The most significant socio-economic factors that hinder small coffee producers’ participation in the specialized market include but are not limited to, lack of information, social connection, and financial resources. However, in the literature analyzed here, it was also possible to identify specific farmworker experiences that operate with a community approach and have inserted their small producers into high-quality market transactions. For this reason, this article suggests that the standardization model of quality from the collective approach within the community-based enterprise is a sustainable and inclusive alternative to achieve the goal: the insertion of small Oaxacan coffee producers into the more significant specialty market.
... Specialty coffee, known for unique flavors, often highlights specific origins (Wann et al., 2018). Specialty coffee can be certified to validate its commitment to both sustainability and quality, thereby affirming its exceptional standards (Barreto Peixoto et al., 2023;Ho et al., 2018;Sepúlveda et al., 2016). Embracing these trends empowers Taiwanese consumers to actively support sustainable food systems, in accordance with the Taiwanese Food and Agricultural Education Law (TFAEL) (Huang et al., 2023). ...
... Nevertheless, sensory barriers, such as dissatisfaction products are closely linked to a luxurious consumer lifestyle in China (Bai et al., 2019). In the context of sustainable coffee, backed by international certifications such as the Voluntary Sustainability Standard Program, environmentally-labeled coffee is perceived as high-quality (Sepúlveda et al., 2016;Ut-tha et al., 2021a) and upscale (Ut-tha et al., 2021b). Ut-tha et al. (2021b) also discovered that the upscale image of certified coffee positively influence consumers' attitudes towards purchasing certified coffee in Thailand. ...
In Taiwan's niche coffee market, there is a clear demand for sustainability, yet there remains a gap in understanding certification preferences. This study addresses this gap by employing the Theory of Planned Behavior (TPB) to investigate the purchase intentions of 348 Taiwanese consumers towards environmentally-labeled coffee. Structural equation modeling reveals positive associations between attitude, subjective norms, perceived behavioral control individually, and purchase intention. Among the factors influencing attitude, sensory, upscale, and environmental beliefs significantly play significant roles, while health beliefs do not. Probit regression analysis confirms that purchase intention positively influences consumers' willingness to engage in coffee consumption. In additon, consumer characteristics including past experience, household size, knowledge, and age also impact coffee consumption willingness. These findings provide valuable insights for stakeholders seeking to promote sustainable consumption and guiding environmentally-conscious decision-making strategies.
... Specialty coffee, known for unique flavors, often highlights specific origins (Wann et al., 2018). Specialty coffee can be certified to validate its commitment to both sustainability and quality, thereby affirming its exceptional standards (Barreto Peixoto et al., 2023;Ho et al., 2018;Sepúlveda et al., 2016). Embracing these trends empowers Taiwanese consumers to actively support sustainable food systems, in accordance with the Taiwanese Food and Agricultural Education Law (TFAEL) (Huang et al., 2023). ...
... Nevertheless, sensory barriers, such as dissatisfaction 6 Veenarat Ut-tha, Rebecca Chung products are closely linked to a luxurious consumer lifestyle in China (Bai et al., 2019). In the context of sustainable coffee, backed by international certifications such as the Voluntary Sustainability Standard Program, environmentally-labeled coffee is perceived as high-quality (Sepúlveda et al., 2016;Ut-tha et al., 2021a) and upscale (Ut-tha et al., 2021b). Ut-tha et al. (2021b) also discovered that the upscale image of certified coffee positively influence consumers' attitudes towards purchasing certified coffee in Thailand. ...
In Taiwan’s niche coffee market, there is a clear demand for sustainability, yet there remains a gap in understanding certification preferences. This study addresses this gap by employing the Theory of Planned Behavior (TPB) to investigate the purchase intentions of 348 Taiwanese consumers towards environmentally-labeled coffee. Structural equation modeling reveals positive associations between attitude, subjective norms, perceived behavioral control individually, and purchase intention. Among the factors influencing attitude, sensory, upscale, and environmental beliefs significantly play significant roles, while health beliefs do not. Probit regression analysis confirms that purchase intention positively influences consumers’ willingness to engage in coffee consumption. In additon, consumer characteristics including past experience, household size, knowledge, and age also impact coffee consumption willingness. These findings provide valuable insights for stakeholders seeking to promote sustainable consumption and guiding environmentally-conscious decisionmaking strategies.
... Tellingly, specialty coffee has emerged as a new way of conspicuous coffee consumption (Chang and Spierings, 2023;Opoku et al., 2023). What distinguishes specialty coffee from other varieties of coffee is primarily based on differentiation, quality and value-added considerations (Sepulveda et al., 2016). ...
... The above outcome validates the work of others in postulating that the consumption of coffee is aligned with social status and life experiences, and with age or gender-related impressions about coffee (Opoku et al., 2023;Sepulveda et al., 2016). In Taiwanese society, fathers are considered authoritative figures in the household, as it remains a highly patriarchal society (Ho et al., 2011). ...
Purpose
This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.
Design/methodology/approach
Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.
Findings
The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.
Originality/value
This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.
... Coffee is a fashionable brewed drink consumed worldwide, an essential component of daily life. Global coffee consumption has increased at an average annual rate of 1.9% over the last 50 years [6]. Coffee has a pleasant taste sensation, consisting of a balanced combination of bitter and sour. ...
... where k is the drying rate constant (s -1 ), and t is the drying time (s) which both sides of Eq. (5) in natural logarithm, the equation is as follows Eq. (6). ...
The drying process is the key to the quality of the coffee produced. The allowable moisture content of coffee beans is 12%. The air mass flux, specific humidity, and the drying temperature are varied using a bed dryer drying system combined with a double condenser refrigeration system. Robusta coffee beans are used in this research to obtain the characterization of coffee beans. The highest drying rate constant is obtained by 2.44 × 10-4 s-1 directly proportional to the increased air mass flux and drying air temperature, with a value of 1.701 kg/s m2 and 80 °C, but inversely proportional to the specific humidity, with a value of 7.01 g/kg d.a. The lowest activation energy value was 31.88 kJ/mol when the air mass flux was 1.701 kg/s m2, the drying air temperature was 80 °C, and the average specific humidity was 7.01 g/kg d.a. In this work, the developed correlation is proposed to practically predict the activation energy (EA) and the pre-exponential factor (A) with equation and respectively. Based on Ea and A correlation equation, it can be used for designing a bed dryer type coffee drying system for a larger scale.
... A especialista norueguesa classificou os cafés produzidos a partir de grãos de café arábica cultivados em terroirs que evidenciam os perfis sensoriais de cada café (Rhinehart, 2009). Além da produção, o consumo também passa a se basear na qualidade e especificidades dos grãos (Sepúlveda et al., 2016). Com efeito, criou-se um segmento de mercado que cresce há décadas (Roseberry, 1996). ...
... Escolheu-se trabalhar nesta pesquisa com um atributo extrínseco e um atributo intrínseco. De modo geral, os primeiros são vinculados aos sistemas de produção enquanto os últimos relacionamse às questões do consumo (Sepúlveda et al., 2016). Neste sentido, os selos fazem parte dos aspectos extrínsecos e a torra está ligada aos aspectos intrínsecos, uma vez que a torra realizada na própria cafeteria em que se consome o café é uma característica normalmente encontrada nas cafeterias da terceira onda do consumo de café. ...
Objetivo do estudo: Examinar a atenção dos consumidores de café a atributos socioambientais, de denominação de origem e de torra dos cafés de alta qualidade no intuito de verificar a relação entre a atenção visual, avaliação e atitude durante o processo de tomada de decisão. Metodologias: Além da pesquisa bibliográfica e documental, a metodologia de pesquisa é híbrida, contando com experimento controlado utilizando eye-tracking combinado a um questionário (estudo 1); o estudo 2 consiste em survey online submetido a grupos de baristas e de entusiastas dos cafés especiais no Facebook. Principais resultados: Os consumidores mostraram-se interessados em saber mais sobre as certificações socioambientais e de denominação de origem dos cafés que consomem em comparação com o atributo torra. Os resultados de atenção e de escolha das embalagens em articulação com o obtido no survey validam as proposições 1 e 2 sobre a relevância dos selos socioambientais e de denominação de origem para o consumidor. Por sua vez, a torra do café foi mais relevante para o público conhecedor do que para o leigo, confirmando a proposição 3 de pesquisa. Contribuições teóricas/metodológicas: Empreender uma pesquisa com diferentes metodologias, experimento em laboratório e um survey online, representa uma oportunidade de abarcar em uma mesma pesquisa diferentes visões (leigos e experts) em relação ao consumo de café. O estudo contribui teoricamente para as pesquisas de atenção visual e atitudes ao incluir o consumo de café nesta seara investigativa. Relevância/originalidade: A principal contribuição dessa pesquisa versa sobre a efetividade das informações colocadas nos rótulos das embalagens de cafés especiais, o que é de interesse tanto da academia quanto do mercado. Implicações sociais/gestão: Os rótulos com as informações analisadas dos cafés especiais realizam apropriadamente o papel de primeira ativação, mas precisam estar inseridos em uma campanha de comunicação integrada que alimente a atitude de compra, seja no varejo ou em outros pontos de contato das marcas com seus consumidores.
... The Malaysian cafe customers surveyed indicated that they were more likely to revisit third-wave cafes when they perceived the prices in the thirdwave cafes to be affordable. This result supports the opinion that consumers who can afford it are willing to pay higher prices for specialty coffee served in third-wave cafes (Sepúlveda et al., 2016). ...
... Fourthly, this study contributes to the literature on the discussion of the correlation between price and purchase intentions (Kotler & Keller, 2012;Andorfer and Liebe, 2015;and Sepúlveda et al., 2016.) The hypothesis that affordable prices are positively correlated to revisit intentions was supported. ...
The theory of planned behaviour (TPB) and value-belief-norm theory (VBN) are recognized as powerful predictive models for explaining consumer green purchase behaviour (GPB). The latest studies have identified goal-framing theory as an appropriate integrative framework to understand consumer GPB compared to the TPB and VBN. This study revealed that the goal-framing theoretical framework has a higher predictive capacity than TPB and VBN in predicting consumer green hotel visit intention. Findings indicate a positive correlation between gain goal-frame, normative goal-frame, hedonic goal-frame, and intention, respectively. Furthermore, the results showed a positive relationship between subjective norm and attitude and personal norm, respectively.
... The availability of various types of coffee promoted the notion that every kind of coffee product has a specific type of consumer. According to Sepulveda et al. [4], this tendency was consolidated in the marketplaces of industrialized nations near the end of the 1960s, disseminating the adoption of a highly differentiated market consumption logic. Special coffees are differentiated from generic products by a specific characteristic that can be certified. ...
... Over the last decade, growers have begun to employ their geographical location to safeguard their single-origin coffee's reputation and increase its value. Although the definition of single-origin coffees is not exact, it shows a new market opportunity supported by providing consumers' credibility now expected from sustainability initiatives [4]. ...
This exploratory study explains how to implement Blockchain technology for a supply chain by a proof of concept on Hyperledger Fabric, an open distributed ledger platform. This approach allowed to identify the feasibility and some implementation challenges, yield feedback, and exemplify one manner of tracing product origin using a distributed ledger technology. For this purpose, the case study of origin coffee is analyzed, given the relevance of traceability in this type of coffee and the cultural and economic importance of this agricultural product in the Colombian context. In addition, the data stored in the Blockchain and some technological architecture aspects are discussed.
... The Malaysian cafe customers surveyed indicated that they were more likely to revisit third-wave cafes when they perceived the prices in the thirdwave cafes to be affordable. This result supports the opinion that consumers who can afford it are willing to pay higher prices for specialty coffee served in third-wave cafes (Sepúlveda et al., 2016). ...
... Fourthly, this study contributes to the literature on the discussion of the correlation between price and purchase intentions (Kotler & Keller, 2012;Andorfer and Liebe, 2015;and Sepúlveda et al., 2016.) The hypothesis that affordable prices are positively correlated to revisit intentions was supported. ...
This paper measures the effectiveness of “The Training Series on Guest Relations Skills”
program of the College of Hospitality Education Tourism Management Program of the
University of Mindanao using a pretest-posttest approach. Further, the study determined the
satisfaction of the beneficiaries on the implementation of the activities relative to the program. The study utilized a descriptive – comparative research design with 30 employees of D’Leonor Inland Resort and Adventure Park, who are beneficiaries of the program, participating in the study using complete enumeration. Results revealed that the Training Series on Guest Relations Skills program of Tourism Management is effective, suggesting that the program implementer has achieved the program's desired outcomes. Essentially, the program implementation is satisfactory and has reached the objectives for which it was designed.
... The Malaysian cafe customers surveyed indicated that they were more likely to revisit third-wave cafes when they perceived the prices in the thirdwave cafes to be affordable. This result supports the opinion that consumers who can afford it are willing to pay higher prices for specialty coffee served in third-wave cafes (Sepúlveda et al., 2016). ...
... Fourthly, this study contributes to the literature on the discussion of the correlation between price and purchase intentions (Kotler & Keller, 2012;Andorfer and Liebe, 2015;and Sepúlveda et al., 2016.) The hypothesis that affordable prices are positively correlated to revisit intentions was supported. ...
Prior to the pandemic, Malaysia ranked 22nd tourism destination in the world. However, the number of tourist arrivals in 2020, decreased by -83.4% compared to 2019. Malaysia has the potential to be one of the top destinations for travellers due to different cultural attractions, heritage, and natural attractions. Considering the importance of international tourism to Malaysia’s economic growth, and the image of the country current research applies a mixed-method approach to explore the reasons for international tourists' intention to visit and revisit Malaysia and provide practical implications for the further development of international travel in Malaysia for the Covid-19 recovery.
... According to the global trend, Thai consumers are entering the third wave where the specialty coffee plays an outstanding role with a 3% to 5% annual growth (Bank of Thailand, 2021). Its distinctive feature is related to certifications (Sepúlveda et al., 2016) and sustainable production (International Trade Centre, 2020). More emphasis is placed on the geographic area and flavor profile of the coffee origin (Grabs et al., 2016). ...
... The increase demand means the higher premium for farmers (Lentijo & Hostetler, 2020). WTP exerts consumer preferences for non-market goods and is often analyzed through contingent valuation method (CVM) (Smith, 2006), and choice modeling techniques (CM) (Liu et al., 2019;Rotaris & Danielis, 2011;Sepúlveda et al., 2016). In evaluating consumers' WTP for sustainable coffee in a whole package, the real market evaluation is not feasible due to the constraint that the product is hypothetical in Thailand. ...
The aim of this study is to investigate the willingness to pay (WTP) for sustainable coffee, and its determinants as well. Drawing an empirical survey with 500 consumers in Thailand, contingent valuation method was performed to elicit the WTP for sustainable coffee. A logistic model was adapted to evaluate the impacts of factors under Fishbein and Ajzen’s theory of reasoned action, that is, to test hypotheses of attitude and subjective norm, along with consumer characteristics on the WTP. Stata15 was adopted to analyze the cross-sectional data in logistic models; meanwhile probit regression was
performed to confirm the results of the logistic model. The results indicate that attitude, self-brewing, marital status, past experience, job, and household income influence WTP. The WTP or premium price of sustainable coffee as compared to the conventional coffee is found to be 36.48%. Various stakeholders in coffee industry, for example, distributors, roasters, retailers and coffee farmers, as well as the policy makers, can act accordingly based upon the findings to develop a sustainable value-added coffee supply chain.
... Recent research has reinforced the positive relationship between sustainable farming practices and coffee quality. According to Sepúlveda et al. (2016), agroecological practices, such as shade management and crop diversification, not only improve environmental sustainability but can also enhance the sensory quality of coffee. This finding underscores the importance of sustainable practices not only for the environment but also for the quality of the final product. ...
The coffee sector stands as a cornerstone of Colombia’s economy, ranking third in the nation’s export portfolio. Despite the Colombian coffee esteemed global reputation, it has yet to fully exploit its potential for diversification into differentiated products. Present agro-industrial paradigms emphasize trade and sustainable, efficient agricultural practices, underscoring the imperative for innovation across production, marketing, and distribution channels. This study aims to pinpoint the pivotal innovation factors within coffee farm production processes. To this end, a sample of 66 coffee farms was selected through simple random sampling. Drawing from the 2018 Oslo model, innovation types associated with sustainable specialty coffee certifications were delineated. Within this framework, seven fundamental factors emerged for investigation: economic, social, environmental, production, knowledge, technology, and change management. Through cluster analysis, it became evident that economic, environmental, knowledge, technological, and change management factors are indispensable for fortifying the coffee industry.
... Moreover, Fair Trade (FT) labels are held in high esteem by consumers in both nations, and coffee from Colombia has a more significant impact on their choices. Interestingly, the Rainforest Alliance label is less favoured among Spanish consumers (Sepúlveda et al., 2016). Naegele (2020) concurs that FT coffee is gaining prominence in industrialised economies. ...
This article explores the impact and significance of Fair Trade (FT) in the context of responsible consumption, with a specific focus on the coffee industry. The authors, who have extensive experience in FT activities and academic research, examine the ethical standards upheld by FT, including poverty alleviation, environmental respect, prohibition of child labour, gender equality, and democratic governance. The paper recognises FT as a remarkable post-World War II social movement that has garnered broadbased support due to its inclusive nature, transcending religious or secular disparities. The study also highlights the geographical concentration of coffee production within the “Coffee Belt” and the reliance on small-scale farmers from developing nations, making it a key area for FT initiatives. The authors aim to underscore the importance of FT certification for coffee consumers and identify strategies to engage consumers with certified coffee. This objective is achieved through a comprehensive review of existing literature and the authors’ personal experiences in FT initiatives. The paper contributes to the ongoing discourse on ethical consumption, which has seen a consumer-driven increase over the past decade.
... It is important to consider the specialty coffee consumer is interested, each more day, on quality and unique characteristics, obtained by different coffee flavor profiles, sensory attributes, origin, types of coffee -e.g., espresso, filter, instant, with milk, iced, and others (Sepúlveda et al., 2016;Samoggia & Riedel, 2018). Over the last decades, the preparation of the coffee beverage for consumption follows different standards, generally defined and/or chosen according to the method of extraction, which can directly influence consumer acceptance, due to the sensory profile obtained by each method used, differing in terms of the process, utensils, grinding, ratio of water and coffee. ...
Coffee is one of the most consumed beverages in the world, with unique organoleptic characteristics of aroma and flavor, also varying according to the several extraction methods. Therefore, the objective of this study was to investigate whether the different Arabic coffee genotypes prepared by various extraction methods would influence amateur consumers’ perception of sensory and hedonic judgments of specialty coffee. A large-sample experiment (n = 270) was conducted in a coffee shop at the Universidade Federal de Lavras and participants were divided into three groups according to the evaluated genotypes (Bourbon Amarelo, Pacamara and Híbrido de Timor), who tasted four samples, varying to the extraction methods (‘Conventional Brewed’, Hario V60, French Press and Espresso). From the results obtained, it is possible to conclude that there is a change in the sensory perception of aromas and flavors of coffees in all genotypes studied in the four extraction methods, as well as in the acceptance and purchase intention by consumers.
... Kopi yang memiliki kualitas tinggi ditandai dengan nutty, keasaman, kepahitan yang menyenangkan. Kopi jenis robusta yang berasal dari Indonesia, identik dengan aroma nutty (Sepúlveda et al., 2016;Bressanello et al., 2017;Steen et al., 2017). ...
This research studied the effect of the level of black coffee bean defects and roasting temperature on the physicochemical content of coffee powder and the organoleptic content of robusta coffee brewing. This research used a factorial Randomized Complete Block Design (RCBD) with two replications. Parameters in this study, namely moisture content, ash content, pH, caffeine content, color intensity, and sensory. Data analysis in this research used ANOVA at the 5% level and a DMRT follow-up test. The research result show that there is an interaction between the treatment of the type of defective beans and roasting temperature on moisture content, ash, pH, color intensity of robusta coffee powder, and organoleptic brewing of robusta coffee. Different types of defective beans significantly affected the moisture content, ash, pH, caffeine, and color intensity of robusta coffee powder, while differences in roasting temperature significantly affected the water content, ash, pH, caffeine, and color intensity of robusta coffee powder. The best treatment for all physicochemical and organoleptic parameters is partially black beans with a roasting temperature of 180 °C.
... Moreover, Fair Trade (FT) labels are held in high esteem by consumers in both nations, and coffee from Colombia has a more significant impact on their choices. Interestingly, the Rainforest Alliance label is less favoured among Spanish consumers (Sepúlveda et al., 2016). Naegele (2020) concurs that FT coffee is gaining prominence in industrialised economies. ...
Out of passion for coffee and tea, but above all out of passion for learning, we have prepared the first issue of Coffee & Tea Marketing Journal (C&TMJ). We would like this London based, English-language journal, created by scientists and practitioners, to become an international platform for the exchange of ideas, knowledge, information and experiences in the area of management, marketing and behavioural economics amongst scientists, researchers, experts and entrepreneurs associated with the coffee and tea market.
We want to ensure the high substantive quality of published texts through a system of double-blind reviews performed by recognised specialists in given fields of science. The entire publishing process will be supervised by the Scientific Board, to which outstanding scientists from renowned academic centres around the world will be invited.
In C&TMJ, we will publish the results of the latest research, case studies, reviews of existing theories, book reviews and articles referring to important research areas related to the coffee, tea and yerba mate market as well as other food products available on the consumer goods and services market.
The scope of the journal includes interdisciplinary topics falling within such scientific disciplines and sub-disciplines as:
Management and quality sciences (marketing and marketing management; marketing research and consumer behavior; distribution and sales; innovation management in production, trade and services; commodity science in quality and product management).
Economics and finance (behavioral economics, behavior of market actors, consumer protection and education, consumer ecosystem and sustainability, research of industry markets especially in the area of coffee, tea and yerba mate).
Psychology (economic psychology, psychology of consumer behavior).
Socio-economic geography and spatial management.
Environmental engineering (environmental engineering; environmental protection and shaping).
Agriculture and horticulture (biotechnology and crops especially in the area of coffee, tea and yerba mate).
Food and nutrition technology (agricultural biotechnology, food commodity science especially in the area of coffee, tea and yerba mate).
Biological sciences (biotechnology, ecology, environmental protection).
C&TMJ deals with the following types of articles: Research article: reports of new research findings or conceptual analyses that make a significant contribution to knowledge. Case studies: the articles present experiences resulting from the application of existing methods or procedures and relevant findings which could be valuable for readers. Review articles: the articles present the systematic review or comparative study of already known knowledge. The reviews should explore any new viewpoint and connections which could be valuable for readers.
Coffee & Tea Marketing Journal is to be published twice a year (June and December) in print and in electronic form. The publisher of the journal is the Coffee & Tea Market Research Institute (ww.ctmri.eu).
The Institute is an international non-profit organization established to conduct scientific research, promote knowledge, and integrate scientific, research, and business environments related to the food and beverage market, especially the coffee and tea market. The activity of the Institute is international.
We hope that you will find the articles in the journal an interesting read, that they inspire new research, and that the results will find use in practice. We wish you a good read, and also encourage you to participate in the preparation of subsequent issues of Coffee & Tea Marketing Journal.
... Brazil stands out as the leading producer and exporter of coffee worldwide, with its production chain involving around 2000 municipalities and directly impacting over 8 million Brazilians. Among the cultivated varieties, the most prevalent are Coffea arabica (Arabica coffee) and Coffea canephora (Robusta coffee), with the former being recognized for producing beverages of superior quality, characterized by smoother, richer sensory attributes in flavor and aroma [4]. ...
Fermentation, a critical post-harvest process, can be strategically manipulated to augment coffee quality. This enhancement is achieved through the activity of microorganisms, which generate metabolites instrumental in the formation of distinct sensory profiles. This study investigated the impact of different fermentation methods on the quality of coffee beverages, specifically utilizing the Catiguá MG2 variety. The experimental setup involved fermenting the coffee in 200 L bioreactors, employing both natural and pulped coffee beans. The fermentation process utilized was self-induced anaerobic fermentation (SIAF), conducted in either a solid-state or submerged medium over a 96 h period. Analytical sampling was conducted initially and at 24 h intervals thereafter to quantify the concentration of sugars, alcohols, and organic acids. Sensory evaluation was performed using the established protocols of the Specialty Coffee Association (SCA). The outcomes of this investigation reveal that fermentation substantially enhances the quality of coffee, with each treatment protocol yielding divergent profiles of acids and alcohols, thereby influencing the sensory characteristics of the resulting beverage. Notably, superior quality beverages were produced from naturally processed coffee subjected to solid-state fermentation for durations exceeding 24 h. These findings underscore the significant influence of fermentation techniques and duration on the sensory attributes and overall quality of coffee.
... Coffee shops help to enhance religious literacy and encourage awareness about other faith traditions by offering workshops, seminars, and training sessions. These educational programs provide individuals with opportunity to learn about and accept the ideas and behaviors of others, building empathy and respect(Ennis, 2017;Sepúlveda et al., 2016). Coffee shops can also collaborate with religious organizations, universities, and community groups to sponsor interfaith ...
This study explores the transforming function of coffee shops as interfaith venues, encouraging unity, understanding, and inclusivity among people of all religious origins. Coffee shops serve as neutral spaces for meaningful conversations and shared experiences, breaking down preconceptions and developing tolerance. They have the power to bridge religious divisions, stimulate social change, and foster a culture of tolerance and inclusion. Overcoming difficulties through technology, education, and digital literacy can continue and increase the role of coffee shops in fostering interfaith conversation and promoting unity. This study, conducted using qualitative study methods in the UAE and Saudi Arabia, gives unique insights into interfaith dynamics and the potential of coffee shops as catalysts for inclusivity.
... Lezzet, koku gibi duyusal çekicilikler (Labbe, Ferrage, Rytz, Pace & Martin, 2015;Pinsuwan vd., 2022); performası arttırma, yorgunluğu azaltma, uyanık kalma gibi hem zihinsel hem de fiziksel yararcı güdüler (Bhumiratana, Adhikari & Chambers, 2014;Ágoston vd., 2018); sağlık kaygısı (Lee, Bonn & Cho, 2015) ile gelenek ve görenek, ritüel, sunum, fal gibi kültürel özellikler (Argan vd., 2015;Gorgoglione, Petruzzelli & Panniello, 2018) tüketicilerin eğilimlerini etkileyebilmektedir. Ekonomik etkenler kahvenin fiyatı (Sepúlveda, Chekmam, Maza & Mancilla, 2016), daha fazla ödeme isteği (Asioli vd., 2014), fiyat duyarlılığı (Hsu & Hung, 2005), indirim kampanyaları (Huang, Chang, Yeh & Liao, 2014) gibi unsurlardan meydana gelmektedir. Söz konusu faktörler de tüketicilerin kahve tüketme veya satın alma eğilimlerini azaltabilmekte ya da arttırabilmektedir. ...
Bu çalışmada planlı davranış kuramı çerçevesinde tüketicilerin yerel kahve deneyiminin tüketim, satın alma ve tavsiye etme niyetine etkisinin tespit edilmesi amaçlanmaktadır. Nicel yöntem çerçevesinde ilişkisel tarama modeli ve nedensel araştırma yaklaşımından yararlanılmaktadır. Çalışmada olasılığa dayalı olmayan örnekleme yöntemlerinden amaçlı ve kolayda örnekleme teknikleri bir arada kullanılmaktadır. Veri toplama tekniği olarak anket yönteminden yararlanılmış ve soru formları, dağıt-topla tekniği kapsamında Adıyaman Merkez ilçesinde çarşı ve üniversite bölgesinde 21 Ocak - 4 Şubat 2023 tarihlerinde saat 11.00-20.00 arasında dört anketör aracılığıyla uygulanmıştır. Dağıtılan 471 soru formundan 436 adet geri toplanmış (cevaplanma oranı= % 92,5) ve uç değerlerin çıkarılması sonucu 402 veri ile analize devam edilmiştir. Doğrulayıcı faktör analizi ile ölçüm modelinin geçerliği ve güvenirliği sağlandıktan sonra yapısal modelde yer alan dokuz hipotez test edilmiştir. Elde edilen bulgulara göre tutum ve algılanan davranışsal kontrol ile kısmen de olsa öznel normların yerel kahve deneyimine ilişkin davranışsal niyetleri (tüketim, satın alma ve tavsiye etme) etkilediği görülmektedir. Çalışmanın sonunda teorik ve pratik açıdan öneriler sunulmaktadır.
... Robusta grows at low altitudes compared to arabica, is less susceptible to pests, has a higher caffeine level, and is the most commercialized [6]. This variety is marketed in soluble coffees, prepared espresso, or in blends with arabica [7]. However, the arabica variety is of higher quality, with very aromatic fragrances and more pleasant flavors [8]. ...
Citation: Santamaría, N.; Meléndez, F.; Arroyo, P.; Calvo, P.; Sánchez, F.; Lozano, J.; Sánchez, R. Olfactory Abstract: Geisha arabica coffee from Panama is featured in the world specialty coffee market. Its quality is assessed by sensory analysis with a panel of experts over several days. However, there is a risk of commercial fraud where cheaper coffees are mixed with pure specialty coffees. For these reasons, having an electronic nose (EN) device proves advantageous in supporting the cupping panel. It allows a greater number of fragrance and aroma analyses to be conducted per day, providing more objective results. In this study, an experimental EN equipped with a metal oxide semiconductor (MOS) gas sensor array was used. Olfactory evaluation of ground and infused Geisha coffee of different roast levels, brewing process, and purity was studied by EN, sensory analysis and chromatography. The sensory analysis perceived significant differences in fragrance and aromas in the light and dark roast levels of the samples. A total of 57 volatile organic compounds (VOC) were studied by gas chromatography. The EN data were analyzed chemometrically with principal component analysis (PCA) and predictive partial least squares (PLS). The data variances for two components were explained with values greater than 82%. The EN demonstrated its ability to differentiate the three levels of roasting, two production processes, and adulteration in the analyzed samples.
... 2023 | http://dx.doi.org/10.14210/rtva.v25n3.p482-504 The "coffee of Baturité," as it is known, previously appreciated for its 100% Arabica content (Coffea arabica), a typology that provides a superior quality drink with more aroma and flavor that please the palate (Sepúlveda, Chekman, Maza & Mancilla, 2016;Queiroga, 2021), conquered consumers for also being produced in agroforestry system, free of chemical additives, becoming "ecological Arabic coffee" (Revista Cafeicultura, 2009, p. 3). However, coffee farming ceased to be the main economic activity in Serra de Baturité with the end of the coffee cycle in Brazil, which lasted from 1800to 1930(Abic, 2021. ...
... Coffee is part of many people's daily routines worldwide and provides livelihoods for farmers and communities in producer countries (Eakin et al., 2012). Coffee-producing countries on the American continent contribute more than half of worldwide production, and most of these countries have a recognized coffee quality profile in the international market (Wilson et al., 2012;Sepúlveda et al., 2016). Over the last decades, however, coffee farmers in Central America have experienced recurrent crises due to low market prices, rising production costs, and pests and disease problems such as outbreaks of coffee rust (Avelino et al., 2015;Bacon, 2005;PROMECAFE, 2018). ...
Rising air temperatures are the main reason for the expected reduction in land suitability for coffee cultivation under climate change in Central America. One of the reasons farmers use shade trees is to create a cooler microclimate in coffee plantations located in warming areas; therefore, adjusting the shade levels could alleviate future high temperatures. Even though data on expected climatic changes are available, no studies have addressed the cooling potential of shading in coffee production systems. In this study, we use regional climate information (RCP 4.5) and a simple shade model to explore the potential of shading as an adaptation practice in the coffee areas in Central America. A model was developed to estimate the required shade levels for Coffea arabica L. based on mean air temperature. Modeled and observed shade data were compared. Results indicate that compared to 2000, an overall increment of 23 ± 18% of shading would be required to alleviate the warming conditions by 2050. The shading will be more beneficial to coffee areas at medium and high altitudes than to areas at low ones. Also, the number of coffee areas that require dense shade levels (shading > 60%) may double by 2050. This would lead to a boost in tree biomass (carbon content) but also increase the competition for the coffee plants and consequently affect coffee yields. Trade-offs between adaptation, mitigation, and productivity objectives are expected in the coffee areas in the future.
... O período de transição foi marcado pela introdução dos cafeeiros em meio à mata nativa, ocasionando um período de produção mista (sol e sombra). Em 1862, deu-se início a um novo paradigma produtivo na região, o café de sombra (Saes, 2003;Revista Cafeicultura, 2009 O "café de Baturité", como é conhecido, antes apreciado pelo seu conteúdo 100% arábica (Coffea rábica), uma tipologia que proporciona uma bebida de qualidade superior com mais aroma e sabor que agradam ao paladar (Sepúlveda, Chekman, Maza & Mancilla, 2016;Queiroga, 2021), conquistou consumidores por também ser produzido em sistema agroflorestal, livre de aditivos químicos, tornando-se "café arábico ecológico" (Revista Cafeicultura, 2009, p. 3 (Ceará, 2016). ...
O café sombreado da serra de Baturité, uma das poucas plantações no Brasil que integram lavoura-floresta, configura-se como uma antítese ao modelo agrícola predominante em nosso país, em monocultivo. Conhecido como “café de Baturité”, é apreciado por ser originário da variedade típica da espécie arábica (Coffea arabica) sombreada, com produção realizada por pequenos produtores rurais familiares, de forma agroflorestal. Diante desse cenário, o presente artigo objetiva verificar o impacto da revitalização da cultura do café de sombra na serra de Baturité a partir de iniciativas voltadas para o turismo, preservação ambiental e desenvolvimento socioeconômico regional. O procedimento metodológico adotado contempla estudo bibliográfico, observação participante e entrevistas semiestruturadas, com fontes-chave. Para tanto, as informações foram catalogadas, analisadas e confrontadas através da triangulação dos dados. Os resultados evidenciam que a cafeicultura, inserida na região há dois séculos (1822-2022), se encontra em fase de revitalização. Essa revalorização do cultivo, agora com conhecimentos empírico e técnico, vem contribuindo para minimizar o impacto antrópico na prática agrícola serrana, ampliar a gestão socioambiental nas propriedades rurais (onde o café se tornou um vetor de desenvolvimento sustentável) e fomentar a economia regional, como se observa a partir das ações voltadas para o ecoturismo, o empreendedorismo rural e a economia circular.
... Lo cual se refleja en la actitud hacia un alimento, en la forma y preparación del consumo del mismo (Rozin, 2005). Sepúlveda et al. (2016) estudiaron las posibles diferencias entre los consumidores españoles y colombianos sobre la importancia que le brindan a atributos extrínsecos. Mediante un experimento que induce una "simulación de elección" se evaluaron 16 perfi les de café como resultado de la combinación de cinco tipos de atributos: a) tipo de café (ordinario vs. gourmet); b) cuidado del bosque (sí vs. no); c) comercio justo (sí vs. no); d) país de origen (Colombia, México, Guatemala y Brasil); y e) precio (cuatro niveles). ...
El presente libro expone las problemáticas y soluciones identificadas en el marco de los proyectos de investigación: “Producción y aprovechamiento del café. Prospección sistémica de la cadena de valor en los estados de Chiapas, Oaxaca y Guerrero” y “Sistema para la inteligencia territorial, tecnológica y competitiva de los
alimentos y la alimentación (SITTC de los alimentos y la alimentación)”, apoyado por el Consejo Nacional de Ciencia y Tecnología (Conacyt) en su Convocatoria 2015 de Problemas Nacionales, a lo largo de dos años de trabajo en los tres estados.
A través de estos textos, con un enfoque multidisciplinario, se exponen perspectivas de trabajo de campo en Chiapas, Oaxaca y Guerrero; así como reflexiones que fueron nutridas con actores clave y literatura especializada. Los autores tratan de que sus propuestas permitan mejorar en un futuro inmediato los diferentes
eslabones de producción y sean un parteaguas para actores que toman decisiones: líderes políticos, empresariales, organizaciones civiles, instituciones y centros de investigación, proveedores de servicios y productores.
... Origin was included as an attribute as it is one that traditionally affects consumer preference for food products (Bernabéu et al., 2018;Menapace et al., 2011;Sepúlveda et al., 2016). To evaluate the effect of the origin of the product, attitudes towards cookies produced in Spain and cookies with no origin information were evaluated. ...
Although insects are considered a healthy and more sustainable source of proteins, consumers in Western countries are still reluctant to accept them as a food ingredient to be included in food formulation. In order to improve acceptance, studies focused on identifying the drivers of the acceptance of insects have shown that environmental awareness is one of the main factors that could encourage the acceptance of insects as food. The current study analyses 435 Spanish consumers’ attitudes towards cookies prepared using insect flour compared to those made using traditional wheat flour and evaluates the influence of consumer attitudes towards sustainable technologies in the acceptance and willingness to pay (WTP) for insect-based cookies. The effect of providing information about the environmental sustainability of insect production on consumer predisposition to buy insect-based products is also considered and we present a description of the sociodemographic characteristics of the consumers that are more sensitive to such information. Our results show that consumers’ WTP falls dramatically when presented with the ‘with insect flour’ claim, with it being the most significant attribute affecting consumers’ preferences. However, the findings also suggest that a significant segment of consumers (37.0%) is more open to eating insects after being informed about their environmental benefits. Gender (women), age (younger) and education (university) are the sociodemographic factors related to a more significant effect of information on consumers’ attitudes towards insect-based foods.
... AMF has an important role in organic/biological coffee system production where the use of chemical synthesis P fertilizers is restricted (Chiputwa et al., 2015;Sepúlveda et al., 2016). This bio-technology is environmentally friendly (Cardoso & Kuyper, 2006), cost-effective and contributes to reducing P fertilization (Jaramillo & Osorio, 2009;Rai et al., 2013), considering that the demand of phosphoric fertilizers has exceeded the supply and the prices have globally been increased (Williams, 2021), demonstrating, in a short time, high sensitivity on market (Alewell et al., 2020). ...
Soil phosphorus (P) availability is a limiting factor for coffee seedling growth. Usually, large amounts of P fertilizers are required, generating nutritional imbalance, increasing production costs, and raising environmental concerns in water pollution. The use of arbuscular mycorrhizal fungi (AMF) can enhance plant P uptake and growth and reduce the dose of P fertilizers. A greenhouse experiment was conducted in a substrate containing Paleudult soil and quartz sand, with low level of soluble P (1 mg kg-1), to establish the effect of AMF inoculation with Rhizoglomus fasciculatum on coffee (Coffea arabica L. cv. Colombia) seedlings growth and P uptake under three levels of P in soil solution (0.002, 0.02, and 0.2 mg L-1). AMF colonization was significantly reduced when contents of P in solution increased. Shoot dry weight and P foliar concentration were increased by the AMF inoculation when soil P in solution was 0.02 mg L-1; these effects were lower at 0.2 mg L-1 and null at 0.002 mg L-1 P. Results showed that AMF inoculation can play an important role in the growth of coffee seedlings as long as the content P in soil solution maintains intermediate level. At the lowest P level, the response of coffee seedlings to AMF inoculation was ineffective, while at the highest level, AMF application was unnecessary for coffee growth.
... Eco-labels that tout a product's environmental benefits are becoming more common for many food and household products ( Bjorner et al., 2004 ;Carlsson et al., 2007 ;Mahe, 2010 ;Nicholls, 2002 ;Teisl et al., 2002 ). From the retailer perspective, labeling can be a way to differentiate based on quality ( Sepúlveda et al., 2016 ) or responsible sourcing ( Andorfer and Liebe, 2012 ;Rousseau, 2015 ). Environmental impact quantification can also help with initiatives like carbon labels that make more complete information available for consumers ( Klimas and Shaffer, 2019 ). ...
Quantifying product impact is one way to make the environmental consequences of purchases clear to consumers and retailers. This paper provides a Life Cycle Assessment (LCA) of the environmental impacts of common children's toys. We compare 3 Lego™ sets, 1 Barbie™, 1 Jenga game, 1 plush dog, 1 plush dog with battery components, and 1 Marble Frenzy™ game, each representing a larger category of toy. After determining the materials in each toy, we built these toys in OpenLCA with existing materials data from LCA databases. Our results showed that a Lego Star Wars set had the highest eutrophication potential with the largest single contribution to impact from injection molding. This Lego set also had the highest GHG (Greenhouse Gas) emissions due to the use of acrylonitrile butadiene styrene (ABS) plastic. Jenga had the highest acidification impact but the lowest GWP of all the toys despite having the highest mass. Our results indicate low GHG emissions and eutrophication potential of wood as a toy material. Wood's acidification potential, however, was the highest of all studied toy materials since impacts included land management for forestry though final wood processing. While plastic had a higher impact per mass than wood, the type of plastic used was important in determining the GHG emissions: ABS and polyvinylchloride (PVC) composition was lower impact than nylon granulate, and other plastics. Since our functional units determined impact per twenty hours of use over 2 years, increased toy longevity was one option to reduce toy impact, though even increased toy longevity should be combined with design for sustainability coupled with transparent environmental labeling to communicate the environmental value of low impact toys to consumers.
... Lo cual se refleja en la actitud hacia un alimento, en la forma y preparación del consumo del mismo (Rozin, 2005). Sepúlveda et al. (2016) estudiaron las posibles diferencias entre los consumidores españoles y colombianos sobre la importancia que le brindan a atributos extrínsecos. Mediante un experimento que induce una "simulación de elección" se evaluaron 16 perfi les de café como resultado de la combinación de cinco tipos de atributos: a) tipo de café (ordinario vs. gourmet); b) cuidado del bosque (sí vs. no); c) comercio justo (sí vs. no); d) país de origen (Colombia, México, Guatemala y Brasil); y e) precio (cuatro niveles). ...
... The supply of organic products on the market has caused changes in the way people consume food Consumers today are more concerned with the origin of food, seeking closer contact with producers Jensen et al. 2018;Sepúlveda et al. 2016). In order to support sustainable agriculture and organic production, certifications or food stamps strategies emerged, a reality already present in several countries (Giuliani et al. 2017;Home et al. 2017;Saadun et al. 2018). ...
Despite the significance of climate change on household food security, little has been done to assess its effects on crop production and food consumption in South African rural communities. Therefore, this study aimed to determine the impact of climate change on household food availability in rural communities of Raymond Mhlaba Local Municipality, Eastern Cape Province, South Africa. A cross-sectional survey utilising a structured survey was used to gather data from 117 households in the Raymond Mhlaba Municipality. The data was analysed using descriptive statistics, Household Food Consumption Score (HFCS) and binary logistic regression. On the HFCS, about 23.9% of the respondents had low food availability, and 76.1% had high food availability. Furthermore, food availability is negatively impacted by climate change. Households perceived that their vegetable production and participation in gardening is negatively affected by climate change due to increasing aridity, therefore compromising their coping strategies. The chapter concludes that climate change education is essential to reduce food insecurity by empowering households with knowledge on enhancing food availability.
... The supply of organic products on the market has caused changes in the way people consume food Consumers today are more concerned with the origin of food, seeking closer contact with producers Jensen et al. 2018;Sepúlveda et al. 2016). In order to support sustainable agriculture and organic production, certifications or food stamps strategies emerged, a reality already present in several countries (Giuliani et al. 2017;Home et al. 2017;Saadun et al. 2018). ...
The development for sustainable smallholder farming is not a transparent and replicable procedure because the agricultural sector focuses primarily on productivity with minimum attention on lean management as a sustainability strategy. Currently, the requirement of achieving a 70% increase in production often ignores the complementary factor of reducing wastage and loss to achieve sustainable food security and nutrition. This paper examines integrating lean management concepts in smallholder farming as a catalyst for sustainable agriculture, food, and nutrition security. Several sources indicate that approximately 500 million smallholder farms worldwide cultivate on under 2 ha farm size without adequate land tenure. These farms are primarily in difficult soil conditions and environmentally risk-prone areas, reducing their resilience to changes in weather conditions. Although smallholders comprise 84% of all farms with approximately 30% of global food production, the participants and their dependents constitute almost 75% of the underprivileged, hungry, and undernourished people worldwide. These conditions are exacerbated by smallholder farms experiencing more post-harvest loss due to inadequate market and access to cold storage facilities. Additionally, smallholders have limited adaptive capacity in coping with changing environments due to inadequate scientific knowledge, low income, small farm size, limited technical assistance, and marketing opportunities. Despite these challenges, smallholders are touted as potentially the backbone to implement the United Nations’ Goal #2 for Sustainable Development in achieving zero-hunger by at least 2030. This research presents Ro-Crops Agrotec, a 1.5-ha agroecology family farm in central Trinidad, as a case study with over 26 years of successfully integrating strategic lean management. The management of Ro-Crops demonstrates that sustainable agriculture and food security are achievable through strategic planning, farm management, and innovative waste removal without the measures becoming an obsession. While lean management is associated initially with auto manufacturing, the concept is equally essential in agriculture due to losses in production, post-harvest, and food processing. At the retailing and consumer stages, the annual global wastage consists of almost one-third of consumer food, estimated at approximately 1.3 billion tons. Lean management reduces waste, maximizes efficiency, and increases economic value due to productivity, quality, and flexibility as the primary performance indicators. The lean concepts help in effectively reducing wastage by developing standardised processes and continuously improving the operations.
... The supply of organic products on the market has caused changes in the way people consume food Consumers today are more concerned with the origin of food, seeking closer contact with producers Jensen et al. 2018;Sepúlveda et al. 2016). In order to support sustainable agriculture and organic production, certifications or food stamps strategies emerged, a reality already present in several countries (Giuliani et al. 2017;Home et al. 2017;Saadun et al. 2018). ...
Achieving Sustainable Development Goal 2 (abating hunger) involves various role players. However, the focus has been at the macro and meso-scales, neglecting the micro-household scale. Even at that household level, there is neglect of the household food security status and role-playing. The study assessed household role-playing in achieving food security through food utilisation, in a cross-sectional survey of 116 households in Raymond Mhlaba Local Municipality, South Africa. The study hypothesised that there are differences in role-playing regarding food utilization. Descriptive statistics were utilised in data analysis. Intra-household members’ differentiated roles were established, and association with food utilisation was determined. The study revealed that females were responsible for food preparation, buying and home garden responsibilities. Furthermore, in terms of the household role, most female members indicated they preferred purchasing fruit and milk products, while males said they preferred to buy tubers and meat. Regarding the food buying roles, females stated they preferred purchasing vegetables while males preferred producing cereal-based foods. Female respondents engaged in home gardening indicated they preferred to purchase vegetables while males responsible for gardens stated they preferred producing cereal foods. The chapter concludes that, based on role-playing, differentiated food utilisation exists within households. In terms of the different roles such as food preparation, purchasing and home gardening, there is need for the conscientisation of household members on the various nutritional sources.
... The intrinsic aspects are all aspects associated with the characteristics of coffee such as taste. Meanwhile, extrinsic aspects are all aspects connected to the coffee's production system [10][11][12][13]. Related to the coffee's production system at the farm level (primary), the term specialty coffee typically refers to sustainable coffee [14,15]. ...
The distinctive and special taste of Indonesian coffees has been renowned in the world coffee market. In the coffee’s production system at the farm level, the term specialty coffee typically refers to sustainable coffee. To keep up and maintain the uniqueness of specialty coffees’ tastes, the Ministry of Law and Human Rights (Kemenkumham) of Indonesia has issued the Geographical Indication certification on coffees. Understanding consumers’ preferences are very important to be able to identify the market, enabling producers and businesses to promote their products in a better way. This study revealed the consumers’ preferences for North Sumatera specialty coffees and investigate the problems in marketing them. The conclusions are: the coffee’s taste is the most important factor for consumers in deciding the coffee shop to buy specialty coffees; the medium acidity level (sour taste) is the most important factor for consumers in choosing specialty coffees to buy; and consumers prefer Sidikalang Robusta coffee the most, followed by Sumatera Mandheling and Sumatera Simalungun Arabica coffee.
... In addition to the literature, which had already identified the intrinsic and extrinsic attributes (Bronzeri & Bulgacov, 2014;Costa, 2020;Samper et al., 2017;Santos et al., 2021;Sca, 2021;Sepúlveda et al., 2016), this work showed that standardization and individual preference of agents further down the chain constitute value attributes that should be considered in the coffee transaction. ...
We aimed to understand how the transactions of the specialty coffee value chain are organized between agents in
Paraná, Brazil and Europe, with a focus transaction characteristic and measurability for value creation and distribution.
26 semi-structured interviews were performed with members of the specialty coffees global value chain involving
the State of Paraná, Brazil, and four European countries. As results, this is a complex, heterogeneous and non-linear
chain. What is transacted is a set of intrinsic and extrinsic value attributes. In addition to physical, sensory, socially
sustainable production, social and regional attributes, we showed that pleasantness and standardization of the product
are important attributes. Such attributes change along the chain and are measured differently by agents, being able to
create measurement imbalances along the chain. The non-measurement by agents such as roasters and coffee shops,
compromise the transmission of information since these are the first agents to identify the value demanded in the chain.
Such imbalances could be identified by observing the set of transactions in the chain as a whole to the detriment of an
isolated transaction. As an empirical contribution, we discuss that when exposing which attributes are considered as a
value for each transaction, public and private institutions can develop more objective quality assessment mechanisms.
Theoretically, we argue that to understand efficiency in global value chains it is necessary to analyze the set of transactions
that make up the entire chain and not just the analysis of dyadic transactions between two agents.
... Through this methodology, discrete choice experiment allows identification of consumer preferences regarding certain attributes (X). This experiment has often been used in consumer studies in the agri-food sector (Abebe, Bijman, Kemp, Omta, & Tsegaye, 2013;Resano, Sanju an, & Albisu, 2012;Sep ulveda, Chekmam, Maza, & Mancilla, 2016). ...
La competitividad mide la capacidad de una empresa de producir y comercializar un bien o servicio con mayor eficiencia y eficacia en comparación con otros competidores. La investigación tiene como objetivo analizar la competitividad en la Asociación de Cacao San Plácido del cantón Portoviejo. La investigación es de tipo cualitativa, considerando el método sintético–analítico, con la aplicación de indicadores de competitividad, técnicas de observación y análisis de documentos, además se entrevista a los directivos de la asociación; para la elaboración del instrumento se tomó como base los modelos de Porter, Diamante y Doble Diamante, los índices del Instituto de Desarrollo Gerencial y del Foro Económico Mundial. Los resultados muestran que la asociación cumple escasamente los estándares de competitividad y presenta falencias particularmente en el sector estratégico y de marketing, lo cual evidencia desventajas frente a la competencia. Palabras clave: Indicadores de competitividad, producción de cacao, modelos de competitividad, San Plácido.
... The country-of-origin hasn't received much attention in consumer research towards coffee even if this attribute can be a way of differentiating coffee roasters to target consumers, especially in the current third wave of coffee (Euromonitor International, 2017). Previous investigations, such as Sepúlveda et al. (2016), found a positive effect of Colombian origin attribute on consumer preference, while other studies such as Basu and Hicks (2008) didn't find that country of origin is an important determinant in coffee choice. In the Tunisian coffee market, which still a developing non-traditional market, while the supplier is doubling their efforts made to be up to date with the international evolution of coffee product and to offer differentiated products to the market, the consumer does not follow the same rhythm to change his consumption behaviour. ...
Coffee consumption is increasing worldwide, particularly in non-traditional markets. In Tunisia coffee sector is evolving, offering to consumers high quality products such as specialty coffees, certified fair trade or organic coffees, coffees of origin and 100% Arabica washed coffee, etc.
In this context, the main purpose of this study is to assess consumer preferences for coffee in Tunisia.
Data were collected through a face-to-face survey, resulting in a random sample of 421 consumers. By using a structured interview and by adopting a conjoint analysis, we tested how origin, price and variety affect consumers preferences for coffee among Tunisian consumers.
Main findings of the conjoint analysis reveal that consumers attach greatest importance to "country of origin" of coffee, followed by the "variety composition", and finally by "price". Coffee from Brazil are preferred over Colombian and Ethiopian coffees. The 100% Arabica coffee is by the most preferred over the Arabica Robusta blend.
El café orgánico peruano es altamente valorado por su calidad excepcional, aroma agradable y sabor intenso, posicionándose entre los mejores del mundo. Actualmente, los consumidores buscan métodos de preparación rápidos e innovadores que ofrezcan una experiencia satisfactoria y promuevan la lealtad. Este estudio tuvo como objetivo realizar un análisis de mercado para el lanzamiento de un nuevo formato de café orgánico en la región Amazonas, Perú. Se encuestó a 620 personas con afinidad o interés en el consumo de café. Los resultados muestran que el 84.85% de los encuestados estarían dispuestos a consumir café en un nuevo formato. El atributo más valorado fue la calidad del producto (77.27%), mientras que las bodegas fueron el punto de venta preferido por su rápida disponibilidad (53.03%). La presentación en cajas de 20 filtrantes fue la opción más popular (57.58%). Se concluye que existe una oportunidad significativa para el desarrollo e introducción de este nuevo producto en el mercado.
Yemeni smallholder coffee farmers face several challenges, including the ongoing civil conflict, limited rainfall levels for irrigation, and a lack of post-harvest processing infrastructure. Decades of political instability have affected the quality, accessibility, and reputation of Yemeni coffee beans. Despite these challenges, Yemeni coffee is highly valued for its unique flavor profile and is considered one of the most valuable coffees in the world. Due to its exclusive nature and perceived value, it is also a prime target for food fraud and adulteration. This is the first study to identify the potential of Near Infrared Spectroscopy and chemometrics—more specifically, the discriminant analysis (PCA-LDA)—as a promising, fast, and cost-effective tool for the traceability of Yemeni coffee and sustainability of the Yemeni coffee sector. The NIR spectral signatures of whole green coffee beans from Yemeni regions (n = 124; Al Mahwit, Dhamar, Ibb, Sa’dah, and Sana’a) and other origins (n = 97) were discriminated with accuracy, sensitivity, and specificity ≥ 98% using PCA-LDA models. These results show that the chemical composition of green coffee and other factors captured on the spectral signatures can influence the discrimination of the geographical origin, a crucial component of coffee valuation in the international markets.
The rising interest in coffee consumption has caught the attention of many local businesses, especially small and medium-sized businesses (SMEs) in Malaysia. Thus, there is an urgent need for understanding the consumers’ behaviours and needs, particularly in their purchase decision of coffee. This research aims to study the factors that influence the purchase decision of coffee in Shah Alam. An online survey was distributed to 308 respondents to gather customers’ opinion on the factors that influence their purchase decision of coffee. The result of the study reveals that price, digital marketing and job performance are the significant predictors, with digital marketing as the most influential factor. The findings suggest that business owners should focus more on digital marketing and pay attention to advertise the coffee as a means to improve job performance. Based on the variables presented in the study, the business owners particularly in the coffee industry able to gain competitive advantages to boost the sales and to sustain in a highly competitive market. From the angle of emphasizing digital marketing, putting a good price point for products and location of promotion in focus for enhancing job performance among coffee drinkers would increase consumer purchase decision towards their coffee at their cafes.
Introduction
Strategies for increasing rice production in the Asian Mega-Deltas have led to environmental degradation, resource overexploitation, and high greenhouse gas emissions. Certified sustainable production labels can support governments in their efforts to render rice value chains more sustainable by simultaneously fostering planetary and human health. Little is known, however, about how consumers trade off sustainability and health attributes in staple crops such as rice. This study aims to fill this knowledge gap by investigating Vietnamese consumers' preferences and willingness to pay for rice characterized by multi-attribute sustainability and health certification labels.
Methods
We collected empirical data from 410 supermarket consumers in Can Tho, Vietnam using a choice experiment survey. The results were analyzed using a mixed logit model to determine consumers' preferences for sustainability and health traits in rice. Four price levels were used to elicit willingness-to-pay for four certification labels: low-emission, eco-friendly, ethically produced, and low glycemic index rice. By separating the components that make up the concept of sustainability and by including a label related to personal health and diet preferences, we are able to gain an understanding of the value consumers place on attributes that benefit the common good vs. attributes that benefit the individual consumer.
Results
The results showed that consumers were willing to pay a price premium for all certification labels, with the highest marginal utility assigned to low glycemic index rice.
Discussion
Certification of eco-friendly and ethical production generated similar utility levels, while low-emission rice was valued lower, although it still fetched a significant price premium compared to the status-quo option of rice with no certifications. The results of this study can help policymakers and value chain actors develop rice value chains that integrate sustainable production practices as well as foster the nutrition and health of rice consumers.
Aim
In a series of pre-registered online studies, we aimed to elucidate the magnitude of the effect of general sustainability labels on U.K. consumers’ food choices.
Methods
Four labels were displayed: ‘Sustainably sourced’, ‘Locally sourced’, ‘Environmentally friendly’, and ‘Low greenhouse gas emissions’. To ensure reliable results, contingency valuation elicitation was used alongside a novel analytical approach to provide a triangulation of evidence: Multilevel-modelling compared each label vs. no-label; Poisson-modelling compared label vs. label. Socioeconomic status, environmental awareness, health motivations, and nationalism/patriotism were included in our predictive models.
Results
Exp.1 Multilevel-modelling (N = 140) showed labelled products were chosen 344% more than non-labelled and consumers were willing-to-pay ∼£0.11 more, although no difference between label types was found. Poisson-modelling (N = 735) showed consumers chose Sustainably sourced and Locally sourced labels ∼20% more often but were willing-to-pay ∼£0.03 more only for Locally sourced products. Exp.2 was a direct replication. Multilevel-modelling (N = 149) showed virtually identical results (labels chosen 344% more, willingness-to-pay ∼£0.10 more), as did Poisson-modelling (N = 931) with Sustainably sourced and Locally sourced chosen ∼20% more and willingness-to-pay ∼£0.04 more for Locally sourced products. Environmental concern (specifically the ‘propensity to act’) was the only consistent predictor of preference for labelled vs. non-labelled products.
Conclusions
Findings suggest front-of-pack ‘green labels’ may yield substantive increases in consumer choice alongside relatively modest increases in willingness-to-pay for environmentally-sustainable foods. Specifically, references to ‘sustainable’ or ‘local’ sourcing may have the largest impact.
Purpose –The main aim of this research was to explore specialty coffee experience dimensions and what drives revisit intentions through experiencescapes. The theoretical framework on experience co-creation in food and wine consumption by Carvalho et al. (2021) was employed to explore the dimensions of specialty coffee shop experiences and specialty coffee consumer revisit intentions.
Design/methodology/approach– Using the interpretivist epistemology, this research
explored these factors from the perspectives of customers, coffee shop baristas, and managers and owners to better understand consumer behaviour in the context of urban coffee shops. Indepth interviews were employed to collect data to obtain first-hand, emic perspectives
Findings – The notion of specialty coffee and its experiencescape were examined in the context of a region of tea-dominated landscapes. This research highlighted the significance of baristas as agents of coffee connoisseurship, being able to introduce the beans and the art of coffee making to customers in active ways. The findings amplified that olfactory encounters triggering a myriad of senses are crucial to the specialty coffee experiencescape.
Originality/value - This is among the first studies to explore the driving factors for customer visits and revisit intentions to urban coffee shops. The findings point to greater sophistication and engagement in-person and online for urban coffee shops. More importantly, the olfactory encounters differed for solo and group customers.
The world faces today serious challenges regarding food production. As the world population increases, concerns over environmental and social issues in connection with agricultural activities are raised, demanding several initiatives with the objective of improving food quality, reducing the environmental impacts and improving the farmers’ quality of life. In this context, the Community Supported Agriculture (CSA) arose as an innovative system for food production. This system aims to support the production of healthier food, through more sustainable agriculture. Based on the principles of organic and biodynamic agriculture, CSA supports small farmers and family farming, creating trust that binds producers and consumers, so that in this system consumers become co-producers, thus being also responsible for the production of food. The CSA system encourages the production of small family properties, without the use of pesticides or chemicals, aligned with the principles of sustainable agriculture. In the CSA system co-producers pay fixed monthly fees in exchange for organic fresh food baskets, distributed weekly. This innovative system stimulates cooperativism and co-responsibility between farmers and co-producers. In this way, co-producers participate in agricultural production through visits and integrative activities at the producing properties. Community supported agriculture is an alternative production system and allows for a more integrative dynamic between producers and co-producers, who now have a closer relationship with agriculture and with the food they consume. CSA is an interesting alternative to face current food security challenges, presenting itself as an innovative system of sustainable agriculture for the world.
XYZ adalah tempat wisata selfie yang memadukan
konsep wisata alam dan wisata edukasi. Keberlangsungan bisnis
XYZ terancam karena tingginya persaingan industry pariwisata
di Kota Batu dan adanya kesamaan konsep antara pesaing dengan
XYZ. Guna menghadapi persaingan yang ketat, XYZ perlu
membuat strategi pemasaran dan bisnis model yang baru agar
meningkatkan daya saing, aspek bisnis dan inovasi. Tujuan dari
penelitian ini merumuskan bisnis model canvas baru yang telah
terimplementasi strategi pemasaran berdasar Sun Tzu The Art of
War pada objek wisata XYZ. Hasil dari penelitian ini adalah
terpilihnya stratagems Take The Opportunity To Pilfer A Goat yang
mana pengembangan dari stratagems diimplementasikan dalam
blok-blok Bisnis Model Canvas. Kesimpulan dari penelitian ini
adalah rancangan BMC setelah terimplementasi stratagems Sun
Tzu Take The Opportunity To Pilfer A Goat mengakibatkan
perubahan pada tujuh blok. Ke tujuh blok tersebut terjadi dari
Customer segments, Channels, Resource, Activities,
Partnership, Value Proposition, dan Cost Structure.
Eating and drinking are undoubtedly amongst life’s most multisensory experiences. Take, for instance, the enjoyment of flavor, which is one of the most important elements of such experiences, resulting from the integration of gustatory, (retronasal) olfactory, and possibly also trigeminal/oral-somatosensory cues. Nevertheless, researchers have suggested that all our senses can influence the way in which we perceive flavor, not to mention our eating and drinking experiences. For instance, the color and shape of the food, the background sonic/noise cues in our eating environments, and/or the sounds associated with mastication can all influence our perception and enjoyment of our eating and drinking experiences. Human-Food Interaction (HFI) research has been growing steadily in recent years. Research into multisensory interactions designed to create, modify, and/or enhance our food-related experiences is one of the core areas of HFI (Multisensory HFI or MHFI). The aim being to further our understanding of the principles that govern the systematic connections between the senses in the context of HFI.
In this Research Topic, we called for investigations and applications of systems that create new, or enhance already existing, multisensory eating and drinking experiences (what can be considered the “hacking” of food experiences) in the context of HFI. Moreover, we were also interested in those works that focus on or are based on the principles governing the systematic connections that exist between the senses. HFI also involves the experiencing of food interactions digitally in remote locations. Therefore, we were also interested in sensing and actuation interfaces, new communication mediums, and persisting and retrieving technologies for human food interactions. Enhancing social interactions to augment the eating experience is another issue we wanted to see addressed here, what has been referred to as “digital commensality”.
Geographical Indication (GI) certifications enable producers to set production standards and create competitive advantage based on product's origin. In a coffee tasting experiment, brain responses to origin information of 40 participants, grouped equally by gender and involvement level, were collected by electroencephalography to verify: the impact of the GI cue in four brain waves (alpha, beta, delta and theta) and two brain lobes (frontal and temporal); preference; gender and involvement moderations. Results show that women presented power differences in both hemispheres, more channels/waves, which indicates greater sensitivity to the origin cue. Men presented power differences in fewer channels/waves. It is observed that involvement has a tenuous moderation effect when compared to gender. As for preference, the analysis of delta and theta waves indicated that men preferred coffee with GI; while women preferred coffee without GI, even though most of them indicated the opposite when verbally asked at the end of the tasting section.
More than 70% of startups in Mexico fail during their first years of operation, mainly due to lack of strategic guidelines. Cafetalera Alianza, a micro company that sells ground coffee in Monterrey, Mexico, has three years of operations without being able to grow and consolidate in the market. To design a business plan that reduces the risk of failure, strategic tools are used such as the value net (Nalebuff et al., 1996), the ERIC matrix (Mauborgne et al., 2005) and the canvas model (Osterwalder et al., 2011). This will allow the company to know its environment and itself, and thus be able to formulate a strategy based on the theory but, mainly, on the practical.Key words: agribusiness, business strategy, entrepreneurship, startup managementJEL: M13, M31, Q13.Resumen. Más de un 70% de las nuevas empresas en México fracasan durante sus primeros años de operaciones, principalmente por falta de directrices estratégicas. Cafetalera Alianza, una microempresa que comercializa café molido en Monterrey, México, tiene tres años de operaciones sin poder crecer y consolidarse en el mercado. Para diseñar un plan de negocios que reduzca el riesgo de fracasar, se utilizan herramientas estratégicas como la red de valor (Nalebuff et. al., 1996), la matriz ERIC (Mauborgne et. al., 2005) y el modelo de canvas (Osterwalder et. al., 2011). Esto le permitirá a la empresa conocerse y conocer su entorno y poder así, formular una estrategia con rigor metodológico, que sea factible, rentable y con un nivel de riesgo aceptable.Palabras clave: agronegocio, dirección de microempresas, emprendedurismo, estrategia empresarial
Fair Trade emerged to commercialise Southern products in the Global North on terms overtly beneficial to Southern producers. However, a contemporary phenomenon is the development of Fair Trade consumer markets within the Global South itself: and the paper explores this as a contribution to the evolving geographies of ethical consumerism. Data was captured from secondary sources and field visits that included in-depth interviews and participant observation. Analysis is informed by theories of market creation developed in economic geography and economic sociology. As such we focus on understanding (1) the architecture, or networks and institutions, of commercialisation, governance and certification and (2) the marketing practices and strategies, designed to resonate with and develop cognitive association amongst consumers. Given the alternative geographies of South–South vis-à-vis South–North Fair Trade, we deepen the geographical focus by applying frameworks emerging from the concept of ‘geographical entanglement’. Findings identify the similarities and differences of both Southern Fair Trade market creation and marketing compared to the European experience. In some cases, the place-based ‘othering’, often used to develop sympathetic cognitive frames in Northern marketing, is identified, but this time operates around alternative geographical binaries. In other cases, we highlight instances that avoid such divisive place-making, and which instead draw on inclusive, rather than divisive, imagined geographies, overlaid with the collective aspiration for development, pride and dignity. These findings therefore inform the nature of geographical entanglement followed by ethical market creation, as well as contributing to the wider theoretical understanding of moral geographies endogenous to the Global South.
Available at: http://www.iisd.org/pdf/2014/ssi_2014.pdf
The State of Sustainability Initiatives Review 2014 represents one small effort toward strengthening our understanding of how voluntary sustainability standards are developing over time, both in terms of the systems they deploy and the market impacts that they have. It is hoped that the SSI data and analysis, when read in conjunction with the growing body of field-level impact data, will allow supply chain decision-makers to strengthen their own strategic decision-making processes in ways that provide optimal sustainable development impact.
Considering India as a potential export market for 100% Kona coffee, this study explores
consumer preferences for imported, specialty, high-end Kona coffee in South India. Conjoint
choice experiment with latent class analysis is used and results indicate that India offers an
export market potential for Kona coffee, provided it caters to consumer preferences. Results
show a significant preference for strong taste. The relative importance of price is lower than taste
but majority are also adverse to higher prices. However,15% of the sample population does not
care about price but does care about taste, indicating the possibility of a high-end niche market
segment. Based on the results, marketing strategies and policy recommendations have been
suggested.
Produtos orgânicos são polêmicos quanto a sua qualidade sensorial. Neste estudo foi realizado um teste de aceitação em relação a um conjunto de atributos: cor, aroma, sabor e impressão global, no qual sessenta e seis consumidores avaliaram quatro amostras de café orgânico e uma amostra de café convencional de quatro diferentes marcas comerciais. Para a realização desse teste utilizou-se uma escala hedônica de nove pontos e os resultados obtidos foram avaliados por meio de Mapa de Preferência Interno (MDPREF). O MDPREF demonstrou que a amostra de café orgânico ORG-4 obteve maior aceitação pelos consumidores em relação aos quatro atributos avaliados, mostrando que nessa marca de café os atributos em conjunto torna-a bem mais apreciada. A marca de café orgânico ORG-1 foi menos preferida quanto aos atributos cor, sabor e impressão global. A amostra de café CON foi menos aceita quanto ao atributo aroma.
The agricultural producers can increase their income significantly incorporating ethical attributes to their supplied goods. However, the consumers' willingness to purchase products with ethical attributes does not always translate into actual purchase. The purpose of this study was to analyze and measure the components of perceived value in products with ethical attributes. The knowledge generated could help to explain this discrepancy. From the theory of consumer perceived value, the assessment the consumer does for each of the characteristics of coffee with ethical attributes was studied. The study involved a survey of 391 clients of coffee shops of an international franchise in the state of Puebla, Mexico. Data were analyzed based on structural equation modeling. The analysis of results indicate that product quality is the primary component of value followed by the dimensions of hedonism, price and health. The contribution of the ethical dimension to the perceived value is not statistically significant. One reason for this result is the lack of the consumer's credibility that the product has ethical attributes; only 12 % of respondents were totally convinced that the product had them.
The current market situation has led the production sector to focus on developing new products that satisfy consumer demands and improve firms’ competitive positions. This study seeks to analyze the role played by the consumers’ innovative tendency in the acceptance of new food products. This was done through the use of means-end chain theory in an application for coffee in Spain. The results found indicate that consumers’ cognitive structure is similar, regardless of their level of innovativeness when presented with a traditional product. However, this structure is more complex in the case of more conservative consumers as they project aspects of their personalities through the products attributes.
While Contract Farming (CF) can enhance smallholders’ income in developing countries, empirical research on the motivation of smallholders to participate in CF is scarce. This paper explores farmer preferences for particular contract design attributes. We combined analytical hierarchy process and discrete choice experiments to investigate the importance of contract design attributes. On the basis of data collected among potato farmers in Ethiopia, we found that input market uncertainty is more important than output market uncertainty in smallholders’ decision to participate. Farmers tend to minimize their risk by opting for the buyer firm above the state and NGOs as providers of seed, inputs, and technical assistance. The results imply that the success of a CF scheme depends on the willingness of the firm to incorporate the preferred contract design attributes. Institutional intervention in the input market could induce agribusiness firms to offer attractive contracts for smallholders.
The agricultural producers can increase their income significantly incorporating ethical attributes to their supplied goods. However, the consumers' willingness to purchase products with ethical attributes does not always translate into actual purchase. The purpose of this study was to analyze and measure the components of perceived value in products with ethical attributes. The knowledge generated could help to explain this discrepancy. From the theory of consumer perceived value, the assessment the consumer does for each of the characteristics of coffee with ethical attributes was studied. The study involved a survey of 391 clients of coffee shops of an international franchise in the state of Puebla, Mexico. Data were analyzed based on structural equation modeling. The analysis of results indicate that product quality is the primary component of value followed by the dimensions of hedonism, price and health. The contribution of the ethical dimension to the perceived value is not statistically significant. One reason for this result is the lack of the consumer's credibility that the product has ethical attributes; only 12 % of respondents were totally convinced that the product had them.
The main purpose of this study is to determine the consumers’ perception and attitude toward Tea and Coffee. Total 100 South Korean consumers participated as respondents in this study. Fishbien’s Multi-attribute attitude model and t-test were used to measure hypothesis and compare attitude toward Tea and Coffee. Findings indicate that consumer attitudes toward Coffee and Tea differed significantly among consumers in Korea. Consumers had an overall more positive attitude towards Coffee compared with Tea with regards to availability, different flavor, and environment of shop attributes. In contrast, mean value and t-value indicate that there were no significant differences in aspects of freshness, habitual facts, and status, but correlation value indicate that there were some differences with regards to freshness and status. Findings of this study are only related to the consumers from South Korea, study period was September 2010 to January 2012, and maybe it is not generalized to other nationalities or countries. The research hints that the Tea Company should give attention to its marketing strategy on enhancing the attributes of “different flavor”, “availability” and "good environment of shop". This study fills a gap in the literature on coffee and tea in business research.
The effect of some of the characteristics of organic coffee packaging on the consumers intention to purchase was studied using conjoint analysis. Four factors, each having two levels, were chosen and considered, namely: price (high and low), color of the packaging (red and green), brand name (familiar and unfamiliar), and information about organic foods (with and without the terms "environmental-friendly product" and "free of agrotoxic chemicals"). Sixteen hypothetical organic coffee bags were created following a complete factorial design, which were then evaluated by 144 consumers based on their intention to purchase. The data were analyzed using the clustering segmentation model. The familiar brand name positively affected the intention to purchase of 93% of the consumers. High-priced organic coffee packaging had a negative impact on all the participants intention to purchase. The color of the packaging had little impact on the consumers evaluation. Printed information about organic foods positively affected the intention to purchase of 79% of the participants, demonstrating that consumers want to find information about the product printed on its packaging.
Coffee consumption in China has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in China with a specific focus on fair trade coffee. In a survey of 564 respondents in Wuhan City, consumers’ willingness to pay (WTP)for fair trade labeled coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTP. Results show that on average, consumers were willing to pay 22% more for a medium cup of fair trade coffee compared with traditional coffee. In addition, other variables that indicated a higher WTP included female consumers, consumers who made their own coffee, and consumers who planned to consume more coffee in the following year.
D'Elia and Piccolo (2005) have recently proposed a mixture distribution, named CUB, for ordinal data. The use of such a mixture distribution for modelling ratings is justified by the following consideration: the judgment that a subject expresses is the result of two components, uncertainty and selectiveness. The possibility of relating the parameters of CUB models to covariates makes the formulation interesting for practical applications In this case study, a sample of 224 fair‐trade coffee consumers were interviewed at stores. With this data‐set, CUB model split consumers, according to their preferences, in two different segments: one showing high price elasticity, and one with a low price elasticity. As regards the potential of the CUB model, it showed a considerable integration capacity with stochastic utility models, namely latent class models. Indeed, by using the segmentation factors emerging from the CUB as covariates of segmentation in a latent class model and setting the number of classes equal to those emerging from the CUB, it was possible to estimate a model which not only validated the findings of the CUB but also allowed estimation of the WTP for the fair trade characteristic in the different groups.
We analyze price and quality information at the procurement level in the specialty coffee supply chain using data from small and large volume e-auctions. Hedonic price equations reveal that the Cup of Excellence auction is a more differentiated market disclosing more information about coffee values associated with ratings, rankings, quantities available, and country reputations whereas information in the Q auction is more limited and tends to be remunerated to a lesser extent. These results indicate that there are different business models and valuation of product characteristics within the specialty coffee industry. Management implications are drawn for specialty coffee producers and roasters.
The hedonic approach is used in this paper to estimate how much is paid for the fair trade/organic characteristic of the coffee in the British market. This information is later combined with the Quantity Based Demand System (QBDS) model -developed by the authors- and the Almost Ideal Demand System (AIDS) (Deaton and Muellbauer, 1980) to completely determine the demand function for different coffees. The QBDS model is easier to handle and less data demanding than the AIDS model in this study. Resumen El presente artÃculo se basa en la utilización del método hedónico para la estimación de la cantidad que se paga por la caracterÃstica de "Orgánico/Comercio Justo" del café en el mercado británico. La información obtenida se combina después con el modelo Sistema de Demanda Basado en Cantidades (QBDS) - desarrollado por los autores- y el Sistema de Demanda Casi Ideal (AIDS) (Deaton and Muellbauer, 1980) para determinar por completo la función de demanda de los diferentes tipos de café. El modelo QBDS es más sencillo en su utilización y necesita de menos datos que el modelo AIDS. Palabras clave: sistemas de demanda, método hedónico, demanda de café, etiquetado
In this paper we investigate how label information detailing the performance of the Fair Trade labeling program with respect to coffee affect consumers’ willingness to pay in the United States and in Germany. We provide respondents (University students in the U.S and Germany) information regarding hypothetical benefits of the Fair Trade Coffee program on its intended beneficiaries on the production side (the revenue gains to participating marginal farmers (scope of the program)), and using stated preference conjoint methods test how this performance criterion relates to the willingness to pay for Fair Trade Coffee. Our empirical results identify a “threshold'' property of performance-based labels. In effect, the willingness-to-pay for performance-based Fair Trade labeled coffee exhibits an inverted-U shape in the sense that the willingness to pay is positively related to the scope of the program, but only up to a critical level. Thereafter, the willingness to pay declines as the income gains to participating growers increases further. Interestingly, this inverted-U property is exhibited by both the U.S. and German respondents with different critical thresholds.
The purpose of this paper is to evaluate the role of prices in determining demand for roasted coffee in Sweden. This is of interest because many believe that consumer prices are high relative to green coffee-bean prices, and that lower consumer prices would increase demand for coffee beans. Coffee demand is estimated on data for the period 1968-2002. In the long run, changing preferences appear to determine demand for roasted coffee, and a reduction in consumer prices would only have a temporary impact on consumption. Hence a permanent decrease in consumer prices would only increase exports of coffee beans to Sweden for a couple of years.
Consumers are increasingly concern about their health and therefore, fruits are being considered an important healthy food product. However, the consumption of fresh fruits in the last years remains constant or decreases slightly. This trend can be due to the increasing consumers' demand for convenience. Then, a convenience and enjoyable way to take advantage of the fruit benefits is taking fruit juices, therefore, the consumption of juices is increasing. In this environment, fruit agri-food companies supply fruit juice that claim not to come from concentrated, in other words, to be natural. The aim of this paper is to assess consumers' preferences for the attribute "natural". To reach this objective a personal interview to consumers was undertaken in Zaragoza in April 2010. To estimate the willingness to pay for two pear juice attributes (natural and region of origin) a choice experiment was used. Results indicated that the maximum willingness to pay for a natural pear juice is 0.77 €/litre. On the other hand, the maximum willingness to pay for a pear juice produced in the region (Aragon) is 0.27 €/litre.
The EU promotes three types of food quality labels, PDO, PGI and TSG in order to protect producers of food with special qualities and to aid consumers in their decision-making. This papers reviews published research on how these labels affect consumers. 35 studies were identified and are reviewed based on a hierarchy of effects framework. While results are conflicting, some overall themes emerge, suggesting that the role of these quality labels in consumer decision-making at present is still relatively low. Suggestions for research are made that would provide a better basis for evidence-based policy formulation with regard to food quality labels.
The aim of this work was to identify new issues of the information demanded by beef consumers toward voluntary labelling. For this purpose, a total of 353 surveys were carried out to beef buyers who reside in three Spanish cities. To analyse the consumers' demand information we used Chi-square tests. The results showed that information about sanitary and waste analysis and animal-rearing methods were the most demanded by consumers. Also, we found that there were clear links between the demand for information on the voluntary labelling of fresh beef and socio-demographic variables, such as gender, age, level of education, and the family income of the respondents.
This study estimates the American consumers' willingness to pay for Fair Trade Certified coffee using a Hedonic Price Model and Retail Scanner Data. Consistent with prior work, a cross-sectional model finds that Certification has a large positive effect on the price of coffee. However, these models may be subject to an omitted variables bias in that coffees that eventually become Fair Trade Certified are substantially more expensive than other brands. To eliminate this potential bias, I utilize a fixed-effects difference-in-difference specification. Because the certification process takes many months, I observe retail coffee prices for 21 brands before and after a brand becomes Fair Trade Certified. Since the only thing changing over time is certification, I can hold constant the fact that more expensive coffees from the start are more likely to become certified. Comparing this time series change in prices with the changes that occur over time for other coffees, this model finds Certification to cause a minor increase in the price of coffee of about $0.12, a change of 1.1 percent, --a substantially smaller estimate than has been found in the past. These results suggest that consumers are willing to pay only a small premium for Fair Trade coffee.
Resumen Los consumidores están cada día más preocupados por su salud lo que ha conducido a que las frutas sean consideradas como uno de los alimentos saludables indispensables. Sin embargo, el consumo de frutas frescas se ha estancado o disminuido ligeramente. Esto se debe a que los consumidores buscan cada día más la conveniencia en el consumo. Por ello, una manera sencilla y divertida de aprovecharse de los beneficios de la fruta es tomarla en zumo por lo que el consumo de zumo de fruta ha aumen-tado de forma considerable. En este contexto, las empresas transformadoras de frutas están ofrecien-do zumos de frutas que alegan no proceder de concentrado de fruta, llamados zumos naturales. El objetivo del estudio es medir las preferencias de los consumidores hacia este atributo natural de los zumos. En concreto, se estima la disposición a pagar de los consumidores por un zumo natural de pera y producido en la región de estudio (Aragón) utilizando un experimento de elección. Para llevar a cabo este objetivo se realizó una entrevista personal a consumidores de Zaragoza en abril de 2010. Los resultados indican que la disposición máxima a pagar por un zumo de pera que sea natural es de 0,77 €/litro más que por el zumo de pera procedente de concentrado. Por otra parte, la disposición máxi-ma a pagar por un zumo natural de pera procedente de Aragón es de 0,27 €/litro más que si el zumo de pera se produce fuera de Aragón. Palabras clave: Aragón, consumidores, estudio de mercado, fruta fresca, preferencias.
This essay explores the rise of ''speciality'' coffees over the past two decades, examining the changing structure and organization of the coffee trade. It concentrates on the shaping of consumption as retailers have moved from mass to niche marketing, imagining a class and generational map of the United States in their attempts to capture a segment of a shrinking market. Shifts in the consumption and marketing of a single commodity, such as coffee, are related to a wider set of social and cultural changes, and the essay concludes with a consideration of these changes and of an anthropology that attends to them.
The success of new food technologies hinges on consumers’ behavioral responses to the innovation. New packaging technologies associated with improved quality and safety have been introduced but it is unclear if they will be successful. The market success of food innovations depends critically on consumers’ perceptions of and response to the technologies. Using non-hypothetical consumer choice experiments and the food technology neophobia scale, this study examines consumer perceptions and estimates willingness-to-pay (WTP) for vacuum packaging of fresh beef under different information treatments. The findings suggest that information about the positive and potential negative properties of vacuum packaging play an important role in shaping consumers’ attitudes towards vacuum packaging and WTP for vacuum-packaged beef steaks. Results for participants FTNS scores are significantly correlated with their stated food safety perceptions, indicating that risk perceptions together with food safety concerns are major determinants of consumer resistance to food technologies. The results demonstrate the importance of consumer information and education about new food technologies in light of underlying resistance factors to avoid innovation failure in the marketplace.
Using dry-cured ham as an anchor product, consumers’ preferences for EU Quality Certification schemes, region of origin and price have been investigated with conjoint analysis. In order to achieve this aim, a mixed rank-ordered logit which allows for the investigation of heterogeneous preferences and their sources has been estimated. In particular, we have analysed to what extent consumers’ socio-demographic traits affect their price-sensitiveness and whether consumers’ sensory (hedonic) valuations and attitudes towards ham with a Protected Designation of Origin (PDO) affect the preferences for specific attributes. Results show that consumers with a low-medium age and income are more price sensitive. Consumers more inclined sensorially towards the regional specialty (with or without PDO) are more likely to purchase this product, and consumers with a more favourable attitude towards PDO ham are also more prone to purchase cured ham with quality certification. Findings also suggest that although the PDO scheme attracts a segment of consumers, the origin by itself is still a more powerful signal of quality, and more specifically the region of origin.
Market trends are becoming prominent forces shaping local landscapes. The increasing demand for high-quality and sustainable coffees is driving land-use decisions among Colombian farmers. A value chain analysis shows that farmers who sell to differentiated markets significantly captured a larger portion of the value added and faced lower volatility than mainstream producers. Consequently, regions apt for producing differentiated coffees experienced the greatest increase in area planted. Tracing the value chain reveals how land use decisions increasingly depend on the pressures and opportunities created by global markets, with detectable impacts on livelihoods and landscapes.
While charitable giving stagnates, Fair Trade and organic labelling as well as Cause-related Marketing campaigns are on the rise in Germany. The question as to whether the efficiency of the different systems is of relevance for consumers has received little attention in the literature so far. A latent class model for discrete choice analysis reveals five consumer segments with well distinguished preferences and willingness to pay measures for the modes of ethical consumption as well as for different donation amounts. For 27% of the 484 respondents ethical consumption occurs at the expense of other forms of ethical behaviour such as charitable giving.
